Becker Friedman Institute
for Research in Economics
The University of Chicago

Research. Insights. Impact. Advancing the Legacy of Chicago Economics.

Trust and the Differential Influence of Human and Anthropomorphized Spokespersons

Trust and the Differential Influence of Human and Anthropomorphized Spokespersons

 
Consumer decision-making expert Ann McGill wanted to know: for what sort of person is a talking muffin more persuasive than an actual human spokesperson? Her findings suggest that it boils down whether or not we tend to trust other people.
 
Videos referenced in lecture:
 
This video is part of our Economics Amplified podcast series.

 

Associated Content